CUPRA was relaunched by Seat as a stand-alone performance car brand in a crowded category dominated by ‘linear’ ideas of performance, generic visuals, and very little in the way of actual people. To differentiate the brand and reflect it’s driver-centric approach we created a visual identity that quite literally showed the product from unexpected angles and introduced context to the car with fluid modular spaces for imagery. Created on an unconventional grid, these shapes were responsive to both the car, the driver and the environment.
CUPRA Brand Identity